Ellie Norman with Rory Sutherland and Elfried Samba on finding fans and making them stay

Ellie Norman with Rory Sutherland and Elfried Samba on finding fans and making them stay

Ellie Norman — Chief Marketing Officer at Formula E and former Chief Communications Officer at Manchester United — joins Rory Sutherland and Elfried Samba to talk about her time at Honda and Virgin Media through to Formula One and now Formula E.


Ellie explains how she walks into every room convinced she doesn't have all the answers, is always asking questions, and always learning.


The conversation explores how constraint forces creativity, why brand defensibility matters more than impression counts, and how the creator economy is rewriting the rules of sports marketing.


This episode unpacks what it really means to build fame, be easy to find, and be hard to leave — why she likes to hire people who are comfortable with uncertainty — and why common sense remains the rarest skill in any marketing department.


Follow Rory

Instagram: @rorysutherland_clips

TikTok: @Rorysutherlandclips

X: @rorysutherland

LinkedIn: in/rorysutherland/


Follow Elfried

Instagram: @elfriedsamba

LinkedIn: in/elfriedsamba/

https://www.butterflyeffect.xyz/


Follow Ellie Noman

LinkedIn: https://www.linkedin.com/in/ellietory/

X: https://x.com/EllieMNorman

https://www.fiaformulae.com/en


A Sassy+ original podcast series

Avsnitt(18)

Robbie Lyle with Elfried Samba on AFTV, Global Fan Network, and building a sports media empire

Robbie Lyle with Elfried Samba on AFTV, Global Fan Network, and building a sports media empire

Robbie Lyle started AFTV with a borrowed camera, a borrowed mic, and a belief that football fans deserved to be heard. Thirteen years later, he’s built one of the most influential fan media businesses...

26 Apr 1h 20min

Conny Kalcher with Rory Sutherland on customer loyalty, human connection and building trust at scale

Conny Kalcher with Rory Sutherland on customer loyalty, human connection and building trust at scale

Conny Kalcher, Chief Marketing Officer at Zurich, joins Rory Sutherland to explore why most companies get customer experience wrong.After decades at LEGO and now at one of the world’s largest insurers...

12 Apr 1h 2min

Matt Pohlson with Rory Sutherland and Elfried Samba on flatlining, £400M growth and £120M donated

Matt Pohlson with Rory Sutherland and Elfried Samba on flatlining, £400M growth and £120M donated

What happens when you literally die — and come back with a completely different view on business, risk, and what actually matters?Matt Pohlson — founder and CEO of Omaze — joins Rory Sutherland and El...

27 Mars 54min

June Sarpong with Rory Sutherland and Elfried Samba on culture, connection and staying in the game

June Sarpong with Rory Sutherland and Elfried Samba on culture, connection and staying in the game

What does it take to build a career that lasts three decades — and stay curious enough to keep reinventing it?June Sarpong — broadcaster, author, entrepreneur and host of Culture Conversations — joins...

15 Mars 1h 29min

Eliza Filby with Rory Sutherland and Elfried Samba on the Bank of Mum and Dad economy

Eliza Filby with Rory Sutherland and Elfried Samba on the Bank of Mum and Dad economy

Dr. Eliza Filby — historian and author — joins Rory Sutherland and Elfried Samba to examine why inheritance now matters more than income.The conversation explores how the Bank of Mum and Dad has becom...

8 Feb 1h 29min

Oscar Ryndziewicz with Rory Sutherland and Elfried Samba on DFYNE becoming the UK’s fastest-growing company

Oscar Ryndziewicz with Rory Sutherland and Elfried Samba on DFYNE becoming the UK’s fastest-growing company

Oscar Ryndziewicz — founder of DFYNE — joins Rory Sutherland and Elfried Samba to unpack the decisions behind one of the UK’s fastest-growing private companies.Ryndziewicz explains how DFYNE grew from...

26 Jan 1h 17min

Clarke Ching with Rory Sutherland and Elfried Samba on bottlenecks, leadership and progress

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Clarke Ching — author of The Bottleneck Detective — joins Rory Sutherland and Elfried Samba to unpack why progress stalls, how leaders quietly become constraints, and why fixing the obvious problem of...

13 Jan 1h 58min

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